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Anhui LIGOO: A Battery Management System for New Energy Vehicles
內容大綱
Anhui LIGOO New Energy Technology Co., Ltd. (LIGOO) had survived and made developments in the field of battery management systems (BMS) in the changing environment of new energy vehicles (NEVs), amid policy adjustment in China. Established in 2010, LIGOO had achieved a respectable market share and acquired a reputation as possessing excellent BMS technology in the electric vehicle industry. However, due to a cold market in the industry and weak reception for these vehicles, LIGOO’s performance began to decline. The company made its first transformation, applying BMS technology to the communications and coal mining industries, enabling LIGOO’s survival and ability to improve BMS technology when many other BMS technology companies were going bankrupt. In 2013 and 2014, the Chinese government began to enhance its support for the NEV industry, prompting LIGOO’s chief executive officer to consider whether LIGOO should continue its existing business in the communications and coal mining industries or rejoin the NEV industry.
學習目標
This case can be used in courses dealing with strategic analysis, management capacity, market–government relationships, or organizational resources at the graduate or postgraduate level. After working through the case and assignment questions, students will be able to<ul><li>understand changes in LIGOO’s macro and industry environments and the impact of these changes on LIGOO’s strategic transformation;</li><li>use a SWOT (strengths, weaknesses, opportunities, and threats) framework to analyze strategic options; and</li><li>analyze the key factors leading to a successful strategic transformation that combines core competitive advantages with the external environment.</li></ul>